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restaurants

McDonald's Loves To See You Tailgating

McDonald’s is looking to bring a little bit of tailgating into people’s everyday lives with a new promotional effort celebrating its second year as the official restaurant of
the NFL.

Next week, the chain is launching a national “Tailgate Photo Sweepstakes,” encouraging fans to share their photos (and six-second Vine videos) via
Twitter, Instagram and Vine using the hashtag #McDTailgateSweeps. One entrant will be randomly selected to win the ultimate McDonald’s tailgate experience, which includes having a mobile
McDonald’s restaurant (housed in a semi-trailer) roll up to their party with enough food for 200.

“We’re a food company, and we know we’re not traditional
tailgating fare,” John Lewicki, senior director of global sports marketing at McDonald’s, tells Marketing Daily. “But we wanted to take that idea of tailgating [and do it]
McDonald’s-style.”

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As the official restaurant sponsor of the NFL, McDonald’s will also be distributing QR codes on its medium drinks (which will also include
NFL-themed packaging) granting access to exclusive NFL Now video content. QR codes on french fry packages, meanwhile, will grant fans access to a “Pick The Play” Sweepstakes, which shows
consumers a clip from EA’s Madden NFL 15, and asking them to guess the outcome. One person will win a trip to the Super Bowl and a Madden NFL 15 game room.

“It’s a
different opportunity to engage fans with NFL Now to deliver unique content,” Lewicki says. “This gives fans a way to engage with the NFL throughout the week.”

McDonald’s will promote the partnership through its social channels and via 15- and 30-second spots set to air nationally, as well as through its social channels and activations in 15
markets where local restaurant groups have affiliations with NFL teams.